As we get closer to the primary elections, ads from Republican candidates are getting more competitive. I light of recent attacks, Jeb Bush, Marco Rubio, and Donald Trump have released new videos taking aim at terrorism. Fox News called in The Victory Group’s President Adam Goodman to talk effective ads and message strategy.

Goodman ranked Marco Rubio’s video as the best among recent ads. Rubio’s ad focuses on radical Islam and the oppression of women.

“This ad is direct, well-written, I think the copy is incredibly memorable,” said Goodman. “I think what works about this is what Rubio has to prove… is that he has gravitas. He has wisdom beyond his years, and I think this ad particularly went a long way to proving that.”

Goodman also lauded Jeb Bush’s recent ad crafted from his appearance at The Citadel, a 173-year-old military school in Charleston, SC. In the video, Jeb Bush called America’s war with radical Islam “the struggle that will determine the fate of the free world.”

Goodman called The Citadel “the right background for Jeb [as he is] rediscovering his footing and his voice.”

“He’s now discovered that, instead of being the most bombastic in the room, he should be the adult in the room. I think this particular ad went a long way, again, to getting him there,” said Goodman.

Goodman tackled Trump’s recent ad which juxtaposed images of a laughing Hillary Clinton against videos of terrorist destruction. The ad, however, was entirely devoid of Donald Trump.

“The greatest thing that has led to the ‘Trump surge’ has been Donald – In performance. Straight at you. Reality television.,” said Goodman. “Unfortunately they decided to take the key messenger out of this ad to do some kind of campy shtick, and I think it really missed the mark.”